Ahmedabad: MVZA Jewels has announced its entry into direct-to-consumer (D2C) retail, with a focus on antique gold jewellery and traditional Polki designs. Led by Founder Harsh Sheth and Co-Founder Meet Mehta, the brand is preparing to establish a direct retail presence in Ahmedabad, targeting customers seeking heritage-inspired fine jewellery and bridal collections.
The move marks a new phase in MVZA Jewels’ business strategy as it expands beyond conventional distribution channels to engage directly with consumers. Meet Mehta brings a decade of industry experience spanning gold, natural diamonds, gemstones and laboratory-grown diamonds, contributing to the brand’s development in the premium jewellery segment.
Positioned within the luxury jewellery market, MVZA Jewels offers pieces priced between ₹15 lakh and ₹30 lakh, with an emphasis on traditional craftsmanship and distinctive designs. Its collections feature antique goldwork and uncut Polki diamonds, combining heritage-inspired aesthetics with styles intended to complement contemporary luxury fashion.
As part of its retail expansion, the brand is scheduled to open its first large-format flagship showroom at Keshavbaug Capital in Ahmedabad on 16 October 2026. The store is designed to provide customers with a more personalised shopping experience, allowing them to explore the collections and engage directly with the brand.
The initial retail assortment will focus on handcrafted jewellery, particularly antique gold pieces and traditional Polki settings. By concentrating on these categories, MVZA Jewels aims to establish a distinct identity in the bridal and occasion-led jewellery market, where craftsmanship, design detailing and cultural influences remain important purchasing considerations.
The expansion comes amid continued interest in heritage-inspired jewellery within India's premium retail segment. Traditional gold craftsmanship and Polki designs remain prominent in bridal jewellery, while contemporary styling is creating opportunities for retailers to present these pieces to a wider customer base.
With its upcoming Ahmedabad flagship, MVZA Jewels is seeking to strengthen its position in the luxury jewellery segment through a combination of traditional craftsmanship, curated collections and direct customer engagement.